Once you dig into what you have and evaluate what you need to do to improve the management of those hierarchies in your CRM, you will find many issues and nuances you must consider. But one of the employment database primary considerations is how to handle duplicate companies when those companies are in a parent-child hierarchy in HubSpot. Deduplication can be complicated as it is, but throwing company hierarchies into the mix only makes it more challenging.
Account-based marketing (ABM) and sales teams rely on accurate company associations to identify all organizational stakeholders and personalize their messaging for all considerations raised by an account. But when you have duplicate company records, stakeholders may be split up between those duplicate accounts, leading to missed opportunities and mistakes. All logged communications with that company will also be split between the duplicate records. To avoid this issue, you have to deduplicate those companies.
But often, subsidiary companies in a hierarchy have names similar to other companies in the hierarchy. For example, a Papa Johns regional office and a franchise location might both be named “Papa Johns'' in your HubSpot CRM. In that case, they may appear at first glance to be duplicate records, when in fact, they are legitimate individual records. Without evaluating the records manually, it would be easy to accidentally merge these records, creating a new web to untangle. But this analysis is not always a simple process.
Let’s dive into why it is so important to deduplicate child companies and parent companies in HubSpot, examine why this is often more complex than you would think, and then look at potential solutions to these problems.
